The East London shop began selling the multi-coloured bagels on
February 17, Beigel Shop
manager Hayley White – whose family owns the store – told
Business Insider.

So far, White said the shop has sold between 700 and 1,000
Rainbow Bagels per day on average, with higher sales over the
weekend. The bagels are currently being sold for 50p each, not
including the filling.

According to White, Beigel Shop's version of the treat is made
using the "same process" as the original, with individual pieces
of dough combined with food colouring, smoothed flat, layered on
top of each other, sliced, and then mixed together.

In just over a week, the Rainbow Bagels have already mesmerised
Londoners. White said the shop has had "a lot more customers"
since the neon bagels were introduced. Some people have been
ordering the bagels in advance, she said, while others "have been
sending couriers" to pick theirs up.

"I read about the ones in New York," one Beigel Shop customer
told Business Insider. Though these bagels don't exactly resemble
their New York counterparts; as one Instagram user pointed out,
they "need
more twists and neon to match."

"It tastes sweeter than a normal bagel," another customer said,
in between mouthfuls of a Rainbow Bagel filled with cream
cheese and chive. Her friend, who opted for hers with Nutella,
said hers tasted "really good."

Though people seem to be more concerned with how the bagels look,
not how they taste. As one customer said, "It makes a cool
Instagram photo."

Naturally, Rainbow Bagels have taken over social media with many
users sharing how they're having theirs.